Economic Viability and Profitability have always been the mantra of Corporate management and for good reason. No profit, no business. BUT ... Now, we're seeing large corporations finally begin to move the term from Green Wash (just more PR) to using it as a potential asset of the corporation. The Environment has taken the next rung down on the ladder just behind profit. It is still not the most important priority but sustainability has moved into second place because the company's reputation with the new class of consumers has economic value in the market place.Environmental Soundness is only one of the three components of a Sustainable business that gets attention and it is VERY important. However, it's not all there is to be a sustainable and responsible corporate citizen. Sustainability has three components: Economic Viability, Environmental Soundness, and Social Responsibility. The Business and Popular Press focus on the Environment but there's more. Social Responsibility - According to the Supreme Court, The Corporation is a person and personhood brings with it some obligations and 'responsibilities,' like Citizenship. That is the opinion of more and more of today's consumers who are beginning to demand a more pro active role, that of good corporate citizenship. The new green and high tech sector has always had a social dimension to their commercial personas ... Google most of all with it's free food and lodgings at their HQ ...Apple is also noted for it's very very generous perks but both of these are focused upon their employees. Enlightened Self-Interest is the driving force behind the Social Responsibility movement ... not a bad thing. The incentives to a more open outreach by the corporation to it's immediate environment or engagement of its vast economic and marketing influence can become significant. It's good business to encourage social benefit, as well as an obvious and appropriate activity. Dannon, for example the large French food producer partnered with Dr. Muhammed Yunus to form a company that produced enriched yogurt for the malnourished children of India and Bangladesh and there are emergent expamples appearing everywhere. Corporations are reaching out to their local communities and Corporations are not the only one's. Anchor Institutions like Hospitals, Universities, and Municipal Governments have also begun to see the value of improved social investment in their respective neighborhoods and adjacent communities as such improvements enhance the quality of life for all concerned.The trend is obvious ... Social Responsibility is and will become the next major requirement for a Sustainable Business! AMEN !!!!